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"Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep
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Transmedia versus crossmedia and how
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"Transmedia storytelling and other slang for ‘create stuff worth sharing’." for Wereldomroep
1.
Transmedia storytelling and
other slang for ‘create stuff worth sharing’. Or: a masterclass in Cute Elephantisms. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
2.
Pleased to meet
you. My name is Polle de Maagt. I work as a Strategist and Creative Technologist at a small but remarkable agency called in Leuven and Amsterdam. I build business by acting remarkable for (a.o.) Nike, Rabobank, KLM/AirFrance, Kinepolis, InHolland, Electrabel and the Dutch government. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
3.
Here he is, our
lean mean leads-conversion machine, Kai Mook. 2010 was a pretty good year for us. (But not because of these ugly awards). © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
4.
For the second
year in a row, we totally fucked the award categories. We won 5 awards in 3 different categories with the same case at the Cannes Lions (Gold for PR in both years). © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
5.
In 2009 we
empowered youth and broke every banner convention in the process. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
6.
In 2010 we
used a little elephant as the ultimate lean mean conversion machine. (isn’t she cute) © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
7.
We didn’t start
from a medium or technology gimmick. We started from a remarkable story. A transmedial story that is. A story that is worth sharing. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
8.
vs. Crossmedia versus Transmedia. Pushing
your story versus managing coherence and building a community base. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
9.
Let’s fast-forward the
digital mumbojumbo. More people on the interwebs bladiblah, people in control blah, Google searches, fahfahfah, social media growth, people trust peers more than brands, if you don’t have an iPhone you will die, yadiyah. Social media starts with just trying blahblahblah. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
10.
1) The internet
is a conversation network. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
11.
2) Customers out-conversate media,
brands and agencies time after time. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
12.
3) Media/brands should create
stuff that is conversation-worthy: stuff worth sharing. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
13.
Back to our
favorite marketing guru. What can we learn from her? © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
14.
We were asked
to make the Antwerp Zoo top of mind when young families consider to go out for the day. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
15.
On may
2009, 559.824 17th people watched a live broadcast starring a little elephant. (That is 20% of all Belgians) © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
16.
1.200.000 stream viewers
(in 1 day). © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
17.
The first month,
165.000 visitors turned up for our ‘baby shower’. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
18.
Antwerp Zoo welcomed 300.000
extra paying visitors. (+28% compared to 2008) © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
19.
Kai Mook was
nominated for product of the year 2009 by Belgian newspaper De Standaard. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
20.
Number 1 Carnaval
Suit. We love stuff that ends up on t-shirts (and carnaval suits). © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
21.
So, what did
we do? © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
22.
We created a
story that was worth sharing for 8 months: Wouldn’t it be awesome if we could make every Belgian feel a little bit pregnant too? © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
23.
We built buzz. ©
Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
24.
We made it
engaging. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
25.
We created a
center point. A website bulking with stuff worth sharing. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
26.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
27.
28.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
29.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
30.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
31.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
32.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
33.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
34.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
35.
We gathered and
activated fans. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
36.
Yep. A widget. ©
Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
37.
Yep. A trunk-o-lizer. ©
Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
38.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
39.
© Boondoggle Amsterdam
- Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
40.
3.500.000
3.000.000 3.000.000 2.500.000 2.000.000 1.500.000 1.000.000 500.000 50.000 0 Media investment versus media value. If it’s worth sharing, it isn’t worth buying. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
41.
You can forget
most of the silly things I said. But, please: Remember these three things. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
42.
1) The internet
is a conversation network. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
43.
2) Customers out-conversate media,
brands and agencies time after time. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
44.
3) Media/brands should create
stuff that is conversation-worthy: stuff worth sharing. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
45.
4) Start from
a story worth sharing. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
46.
5) Make it
shareable. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
47.
I hope my
story was worth sharing. Now, go create stuff worth sharing. © Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands T +31 (0)20 716 3717 - www.boondoggle.eu
48.
POLLE DE MAAGT
Strategist Boondoggle Amsterdam / Leuven polle.demaagt@boondoggle.eu @polledemaagt linkedin.com/in/polle www.polledemaagt.com Photo: Filip Bunkens
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